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Mobile phone feature preferences research

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Mobile phone feature
preferences research
digital divide of gender in Chinese
youth
Ge Chao
Management Science
Business School
Renmin University of China
E-mail: sophiege@126.com
Agenda
Background & Research
Question
Literature Review
Hypotheses
Research Methodology
Conclusion & Discussion
Background
• Increasing Mobile Device Usage
– Most people are using at least one mobile
phone, one laptop and one PDA at the
same time. (Economides and
Grousopoulou, 2009)
• Emerging Feature Fatigue
– Feature Fatigue(Roland, Debora, and
Rebecca, 2005) as a result emerge in
mobile usage
• Sweet Spot- the youth market
– Eager to try new functions and preferences
in adult period will be affected by their
choices when young (Leslie, 2007)
Background
• Fast-growing Chinese market
– In 2010, China's mobile phone users
increased by 110 million, reaching a total
of 859 million (Data from Ministry of
Industry and Information Technology)
– Gained rare attention from relevant
academy field
• Digital Divide
– It is proved that feature preferences exist
and defer from demographic
characteristics such as age, gender and
nationality, which is called Digital Divide in
many studies.
Research Question
Mobile phone feature preferences
of Chinese young people;
Digital divide: If the preference
exists, whether it is different between
genders
Literature Review
• Feature preferences: Digital Divide
– late 20th century when IT applications
initially emerges, some scholars found the
existence of Digital Divide, which means
people divided by some standards use IT
applications quite differently.
e.g. Linda (2007)
Literature Review
• Digital Divide of gender
– Technology
e.g. Canada Bell Telephone (Leslie, 2007)
– Internet
e.g. early 1990s, women used Internet less
than men; disappeared (Linda et al., 2007;
Jackson et al., 2001)
– Mobile phone
e.g. feature differences and the cognitive
structure (Economides and Grousopoulou,
2009).; "gender scripts”(Van Oost,2004);
(Leslie, 2007)
Hypotheses
• Feature Preference: a phenomenon that people
demonstrate different using time and using frequency
for specific mobile phone features
• Digital divide: different groups of people show
different feature preferences.
• Gender differences: one aspect of digital divide.
Different genders show different preferences in
features of Internet, mobile phones and other
communication technology products.
Hypotheses
• H1: Young people have feature preferences in
using mobile phone.
• H2: Feature preferences of young people
receive the impact of gender, which is digital
divide of gender.
• H3: Behind digital divide of gender in young
people is different genders’ distinguished
conceptualization of the phone features.
Research Methodology
• Empirical research
• Data
– Develop a questionnaire based on literature
analysis, especially on one research of
Haverila (2011)
– 98 common mobile phone features surveyed
– Using Likert 7 point scale
• Analysis
– Use descriptive statistics, ANOVA, and
Exploratory Factor Analysis for basic data
processing
– Using Data Mining method to discover
anomalies
Conclusion & Discussion
46 features for male
and 57 ones for
female are used to
do EFA next.
Conclusion & Discussion
Definition of common factor
Factor name
Definition
Battery and additional
Battery
includes
the
features
lifetime of a battery and
talk time it supports.
Communication
Basic product characters
Video and display
Additional
features
include calendar and
dictionary.
Communication features
of SMS and calling.
The most basic features
such
as
Bluetooth,
operation key, weight,
background
theme,
screen size, etc.
Mobile phone camera,
video
playback,
and
screen display effect
Conclusion & Discussion
Factor name
Battery and additional
features
Definition
Battery includes the lifetime of a battery
and talk time it supports.
Additional features include calendar,
dictionary, document viewer, Internet
browser, application download, contact
information, and so on.
Touch screen and call
Basic
characters
Video
Touch screen includes touch screen and
operation.; Call features include hands
free and speed dialing, etc
product The most basic features such as
Bluetooth, operation key, weight,
background theme, screen size, etc.
Mobile phone camera, video playback
Limitation
• Sample is limited: other districts; larger
group
• Disturbing factors: the current mobile
phone market; economic environmentпј›
fortress mobile phone
• Other division direction, other digital
divide type
Summer Camp teaches me…
What people say is not
like what people do…
Try to follow their daily
routine…
College student
behave
differently when
stepping into
job.
Christer Carlsson
пѓј
Use case study;
use Down Up
Meter and other
software for
actual using data;
пѓј
Add young who
already work into
sample, may do
comparison;
Summer Camp teaches me…
When, why and how
to use Case Study…
Marko Nieminen
Pay attention
to perception or
reality…
Disturbing
factors
(mobile change
quickly).
Harry Bouwman
пѓј
Combine
questionnaire
with case study
пѓј
Consider change
of market, and
system
factors( Symbian?
IOS? Android?
Window?)
MANY THANKS!
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